I read an old article today, which is a brief news introduction about the information service business of "Xinhua Online". The article stated: Xinhua Online's core business is the collection, integration, processing and dissemination of information resources. Its series of products include "Media Exclusive", Featured products include "PDA SMS", "Securities Special" and "WTO Special".
From this, let us consider the issue of the main product brand of the original content website. How should the original content website develop, what kind of information content services should it provide, and how should these content services be implemented?
Standard positioning: Internet content service provider (ICP)
Most original content websites mainly provide information content, and a small number of websites provide professional content discussions or comments. Because they have more original content, they are customarily called original content websites. With the comprehensive increase in search engines such as Baidu and GOOGLE, The weight given to original content websites, the originality and uniqueness of the content have benefited these websites one after another, and more and more websites are tending to develop in the direction of original content websites.
In fact, they are the true meaning of ICP (Internet Content Provider, ICP), that is, Internet content service provider.
Zhu Zerong: Why implement main brand column planning for original content websites?
We often visit TV programs such as CCTV and Phoenix TV. People are not only familiar with the brands of these TV media themselves, but are also familiar with the many program brands produced by these TV stations, such as: CCTV's "Economic Half Hour", "Baijia" Forum", "The Same Song", "China Financial Report", "Discovery", such as Phoenix TV's "Century Lecture Hall", "A Date with Lu Yu", "Qiang Qiang Threesome", "Celebrity Face to Face", etc. ,etc.
In other words, when it comes to content production, these TV media do not arrange reporters, editors, and production staff to work together in a "one pot". Instead, a large number of directors and directors are broken down into groups one after another to create multiple famous TV programs for the TV media. Brand, in addition to the TV station's own column production, some outsiders of the TV station will also form companies to independently produce some branded TV programs and sell them to TV stations. For example, the "China Entertainment Report" program is produced by an external company and sold or in the form of post-advertising. Occupy the main channels of many TV stations.
Our current question is whether we can apply the above strategies to the planning of original content websites, so that each of our original content websites with some strength can appropriately create some famous brand columns that are famous on the Internet, which means saving editing costs. , also increases the promotion effect, so that the website not only has more exciting and exquisite content services, but also expands the living space and profit space.
Zhu Zerong: How to group editors of original content websites
Usually in management, one person's effective management span is 10 people. Some larger information websites or industry websites have more than 10 editors. Everyone is crowded together and belongs to different columns. Although they work together, , but the actual editing effect will be greatly reduced, which can easily lead to a chaotic situation: each column has no characteristics, and no column is tenable. In the end, the entire website becomes a huge information-filled library, with only one column added day after day. Day after day of pasting and copying, only updates and deletions year after year, not only are editors' work boring and unable to find interest in their work, but readers of the website are also just looking at it, flipping through it casually and finding it difficult to stop and take a closer look. It is even more difficult for the entire website to generate enough information. Amazing influence.
If you plan to establish several independent brand columns for the website, when dividing the editorial labor, about every three to five editors will form a group, responsible for planning and implementing all manuscript requests, review, finalization, and proofreading for a main brand column. , typesetting and promotion work must be completed as required within the specified time, and the editor-in-chief is responsible for acceptance and overall coordination. Each column can arrange the publication cycle according to the amount of editing and actual situation, such as one issue per month or one issue per week. At the same time, each editorial team will assign a newsletter editor to be responsible for daily newsletter updates. The newsletter must be concise, and it is best to be relevant to the day. The news is summarized so that readers can understand it at a glance and read it quickly. Regarding the editing method of the news, please refer to Singapore’s "Lianhe Zaobao" a few years ago. The effect is very good.
Zhu Zerong: How do individual webmasters apply this strategy?
For individual webmasters, there are usually only one or two people with limited energy. It is recommended to focus on one or two core brand columns, such as "Webmaster Interview Video Program" and "Internet Marketing Analyst Special Topic" "Or create unique brand columns in the fields you are interested in, such as "Internet Affairs Review", "Tonight's Pet Celebrity", "Football Match Express", and even use these main columns as the website name of the website to fully promote it. A core brand.
Zhu Zerong: How to promote the main brand column
The best way is joint promotion. You can serve as a content provider for other websites, and on the basis of authorized contracts, provide the brand column to ten or twenty websites at the same time, or create special brand columns on these websites. Establish a dedicated contact person to ensure regular and unified updates. This strategy is common in television programming, where a program produced by an outside company is often offered to dozens or hundreds of television stations at the same time.
Income: Once the main brand column is ready, the income that can be collected includes content licensing revenue, centralized advertising broadcast revenue, high-end paid content revenue, marginal product revenue such as training and CDs, designated product sales revenue, etc. It may also be used after the success of the brand column. Acquire at a high price and define sales strategy on a case-by-case basis.
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